UI DESIGN
UX DESIGN
WEB DESIGN
GRAPHIC DESIGN
UX WRITING
SEO
This project involved creating a services page for Clinicorp Solutions, a market leader SaaS provider for dental clinic management in Brazil.
Despite being the most comprehensive solution on the market, its benefits and exclusive features were not easily accessible within the company's website structure, diminishing the perceived value of the product. As a leader in its segment, Clinicorp Solutions faces strong competition and needed to stand out in this competitive landscape.
As any skilled designer knows, having a deep library of technical skills is essential when bringing a project to life—and this case was no exception.
I contributed across multiple disciplines, shaping the UX strategy, crafting the UX writing for the page, designing UI prototypes, creating visual assets as a graphic designer, and developing the webpage within the company’s platform—WordPress (Elementor).
Even with an established understanding of the company—its values and market positioning—how can we determine what is truly a priority and what holds the most value for communication?
Many of Clinicorp's key differentiators are rooted in services that directly involve the customer, a company priority that is consistently reinforced in its core values. Therefore, the research process to map out the services to be highlighted involved conducting extensive interviews with leaders from various departments. This approach provided an in-depth understanding of the product, the customers, their pain points, and the full scope of benefits offered.
As consumers, negative experiences tend to leave a far stronger impression on us than positive ones. You’ll rarely come across numerous glowing reviews of your favorite fast-food franchise; instead, you're more likely to find an overwhelming number of complaints about aspects of the service.
From the very beginning of this project, I recognized that Clinicorp’s support service was not just a feature but a key differentiator. After all, everyone appreciates a solution that truly works.
At this stage, I had the pleasure of collaborating with the incredible CRO professional, @Luca Ravizzoni, who played a key role in conducting the interviews, taking notes, and enriching the discussions. His prior knowledge of the company's support area was invaluable to the research process, ensuring deeper insights and more meaningful findings.
Additionally, I was tasked with incorporating a section dedicated to another of the company’s exclusive services—Clinipay, a financial platform integrated into the software. During this period, a campaign showcasing customer success stories was launched and was also requested to be featured on the page. With these additions, the initial structure was nearly complete.
Through our research, we gained a deep understanding of the value of the service provided by Clinicorp, along with its strongly customer-centric approach. This is a company that exists for its customers—every product development is inspired by their needs, and every solution addresses their pain points. The key ingredient to success was empathy.
Beyond product research, we also focused on user behavior: What are they seeking? Are we meeting their expectations? What objections do they have? Understanding the user is fundamental to understanding the solution, as we design with the user at the core of the process.
The Aftermath: Leveraging Results
Originally, the project was intended to focus solely on an exclusive advertising strategy through Google AdSense. However, the results were so successful that the Marketing department decided to integrate it into the website menu.
This shift had a significant impact, as it would now drive more traffic and provide more conclusive user data, which was invaluable for validating the project.
Improved User Journey: The new structured page made services more accessible and easier to understand, reducing friction in navigation.
Increased Conversion Rate: With clearer communication and optimized design, there was a rise in user engagement and interest in the offered services.
SEO Optimization: The content was strategically designed to enhance search engine rankings, attracting more qualified traffic.
Brand Communication Consistency: The page ensured alignment between the offered services and the company's value proposition, strengthening both visual and verbal identity.
Support for the Sales Team: The sales team now has a more direct and compelling resource to present to potential clients, accelerating the closing process.
Knowledge Base for Marketing Campaigns: The structured page provides valuable data for creating more precise and targeted marketing campaigns.